Lamborghini,the Italian supercar brand owned by Volkswagen, wants to begin manufacturing its Urus SUV in three years, according to the firm’s chief executive Stephan Winkelmann. Much as it has for its other brands including Audi and Porsche, the company is planning to expand by offering a wider variety of models. “The luxury SUV market is poised to continue to grow,” Winkelmann told Bloomberg.

That wouldn’t be the tony brand’s first foray into heavier vehicles. In the 1990s, the company offered the somewhat awkwardly dubbed Rambo Lambo to little acclaim. But it’s not hard to see why the company is interested in the segment again. Despite the proliferation of smaller vehicles, SUVs still accounted for some 31 percent of the U.S. auto market last year, a slight increase from a year earlier, according to industry researcher Autodata Corp. Automakers can typically make much high margins off larger vehicles.

One thing is for certain, the Urus is likely to have a lot of competition. BMW’s Rolls-Royce Motor Cars is mulling a similar move, according to CEO Torsten Mueller-Oetvoes. And Maserati, the high-end division controlled by Italian company Fiat, plans to introduce its first SUV as part of a strategy to expand sales.